spot -- i would love to hear him say samsung spot. paul rudd that made you laugh. this year's batch of commercials was definitely creative. >> good news for advertisers as well. it's shaping up to be the most watched -- >> really? >> -- super bowl in history, we hear. here with the roundup of what worked and what didn't is abby clauson, the editor of "advertising age magazine." hello. >> what about that blackout? we were wondering, is that going to cause problems? >> that was unprecedented, wasn't it? if i was an advertiser in the fourth quarter or the end of the third quarter during that black-out, i would have been very, very nervous, but after the game i would have felt very, very relieved because it was so close that -- >> people like me said who knows how long this is going to go on, i got to work tomorrow, and they turned -- >> there were some of those, i'm sure. i turned to the puppy bowl myself. you know, what you tune back and then it became a great game, and i think then people started tuning back in, and like you said, hoda